A famous brand, which closed its doors in 2022, will make its comeback in France at the end of the summer. It was in fact bought by another brand well known to the French.
It’s the return we’ve all been waiting for. Throughout 2023, a large number of fashion brands, such as San Marina or Orcanta, have been placed in liquidation. Others have also undergone legal adjustments following the inflation that followed the Covid-19 pandemic. This is for example the case of Kookaï, Jennyfer, Naf Naf, André and Kaporal, all of which suffered from a lasting drop in consumption by French women. But for one of them, adored by fashionistas, good news has just arrived. The ready-to-wear brand specializing in women’s clothing, jewelry and accessories, which disappeared in September 2022 following judicial liquidation, is indeed back. Forty years after its creation, the Camaïeu brand is about to be resold almost everywhere in France. If this rebirth is possible, it is thanks to the Celio company, which bought it at auction in December 2022. “We only bought the Camaïeu name, not the stores, without the teams, with the idea of launching a women’s line at Celio“, specified the president of Celio, Sébastien Bismuth. The 2,600 employees who were made redundant following the closure of the 511 Camaïeu stores will therefore not be taken back.
A new name and new points of sale
The creations, renamed Be Camaïeu, will therefore no longer be sold in dedicated establishments. Instead, they will adorn the shelves of 11 Celio stores, enlarged especially for the occasion. These will be located in Cergy 3, Fontaines in Val-d’Oise; Brussels City 2, in Belgium; Anglet BAB2, in the Pyrénées-Atlantiques; Rosny 2, in Seine-Saint-Denis.
Creil St-Maximin, in Oise; Metz Waves, in Moselle; Valences Les Couleures, in Drôme; Isle-d’Abeau, in Isère and Évry 2, in Essonne. Among these points of sale, two ephemeral pop-ups exclusively reserved for Be Camaïeu will be located in Compiègne and in Yvelines. A store will also be transferred to the Euralille shopping center. Finally, a new store will open in Vannes in October 2024. The women’s range will also be available on the internet.
“Celio needed to expand its range, all international brands today make men’s and women’s” indicated the president of Celio. Launched on August 29, 2024, the Be Camaïeu brand should be present in around fifty Celios within three to four years.